Singapore ecommerce startup ShopBack has expanded across four countries with vastly different environments. Here are some strategies it employed to grow across a fragmented Southeast Asia.

2. Growth and Business Expansion
in SEA

3. 60%
SG: Propensity for users to purchase online
at least once a month
Source: PwC Total Retail Survey 2016

4. ShopBack’s User (Sample Size: 2,000)
58%23%
10%
9%
SG: Online Shopping Frequency of a ShopBacker
Everyday
2-3 times per week
2-3 times per month
Once a month or less

5. SOUTHEAST ASIA
Indonesia • Population: 255.5m
• Internet Users: 88.1m
• Social Media Users: 79m
• Mobile Connections: 318.5m
Malaysia • Population: 30.8m
• Internet Users: 20.6m
• Social Media Users: 18m
• Mobile Connections: 41.9m
Singapore • Population: 5.54m
• Internet Users: 4.65m
• Social Media Users: 3.7m
• Mobile Connections: 8.1m
Philippines • Population: 102.4m
• Internet Users: 47.1m
• Social Media Users: 48m
• Mobile Connections:114.6m
Source: aseanup.com

7. OUR GOAL
TO ELEVATE ONLINE TRANSACTIONS ACROSS ASIA.
OUR MISSION
TO BUILD A COMMUNITY OF SMARTER SHOPPERS.
OUR MISSION

8. 1,300
ABOUT SHOPBACK

9. OUR PLATFORM

10. AND OVER 1,300 MORE…
OUR PARTNERS

11. HOW SHOPBACK WORKS

12. 7.9M 230K 1.75M
MONTHLY UPV FANBASE SUBSCRIBERS
650K
MOBILE APP
OUR CUSTOMERS

13. OUR ACCOLADES

14. OUR GROWTH
IN LESS THAN
2 YEARS

15. ShopBack’s Growth and Business
Expansion in SEA

16. SOUTHEAST ASIA
Indonesia • Population: 255.5m
• Internet Users: 88.1m
• Social Media Users: 79m
• Mobile Connections: 318.5m
Malaysia • Population: 30.8m
• Internet Users: 20.6m
• Social Media Users: 18m
• Mobile Connections: 41.9m
Singapore • Population: 5.54m
• Internet Users: 4.65m
• Social Media Users: 3.7m
• Mobile Connections: 8.1m
Philippines • Population: 102.4m
• Internet Users: 47.1m
• Social Media Users: 48m
• Mobile Connections:114.6m
Source: aseanup.com

17. WHAT THIS MEANS?
1. Fragmented Market = Different players in every region
2. Cultural Differences = Understanding the local language is key
3. Basket Size and Repurchase Rate can Improve = Market share
of online sales still low vs. offline sales
4. Different Consumer Stages = Budgeting becomes complex

18. Problem: FRAGMENTED MARKET

19. Problem: CULTURAL SHOPPING DIFFERENCES

20. Problem: CULTURAL SHOPPING DIFFERENCES

21. Problem: BASKET SIZE, RR CAN IMPROVE

22. Problem: BASKET SIZE, RR CAN IMPROVE

23. Problem: DIFFERENT TOOLS AND CONSUMER STAGES

24. Problem: DIFFERENT TOOLS AND CONSUMER STAGES
I pay $10,000 for an ad
• 1,000,000 users see the ad
= $0.01 cost per impression
• 1,000 users click on the ad
= $10 cost per click
• 1 user make a purchase
= $10,000 cost per sale made

25. Activity Propensity
Getting an order via Display Ads* 1 in 4,000,000
*Clearly not based on ShopBack’s numbers. We have a great digital team! 
Shark Attack 1 in 3,748,067
Plane Crash 1 in 1,200,000
Struck by lightning 1 in 700,000
Problem: DIFFERENT TOOLS AND CONSUMER STAGES

26. Solution 1: CONSTANT EDUCATION

27. Solution 1: CONSTANT EDUCATION

28. Solution 2 : UNDERSTAND YOUR CONSUMERS WITH
THE HELP OF DATA!

29. DON’T COUNT THE THINGS
YOU DO
DO THE THINGS THAT
COUNT
- ZIG ZAGLAR

30. THANK YOU